Pepsi's World Cup Campaign Infiltrates Viral Chart

Coke Is the Official Sponsor, but Pepsi Scores First on Web

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NEW YORK (AdAge.com) -- Coke may be the official sponsor of the FIFA World Cup in South Africa, but Pepsi's 2.5-minute "Oh Africa" is the first World Cup ad to make the viral chart, and portends well for Pepsi's revamped social-media strategy.

Pepsi took a pass on the Super Bowl for the first time in 23 years in 2010, and CEO Indra Nooyi has said the company is shifting as much as a third of its marketing budget to social media. But "social" doesn't necessarily mean "cheap." Pepsi's video effort is big-budget with visual effects and stars the biggest names in the game, including Lionel Messi, Thierry Henry, Frank Lampard and Didier Drogba. Will online video help Pepsi find a way to own the World Cup without actually being in the World Cup?

Pepsi's spot is one of three new debuts on the list, replacing the two remaining Olympics spots which were still hanging on last week. Two Super Bowl spots also remain -- Doritos and E-Trade -- but they're declining fast. Pedigree's "Slow Motion" debuted at No. 2 on the list, a first for both the marketer and for the category. Old Spice's "The Man Your Man Could Smell Like" hung on to the top spot for a second week, though its audience dropped by 45%.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 1,189,165 -45% Old Spice: The Man Your Man Could Smell Like
2 New Pedigree Slow Motion TBWA 1,065,056 New Pedigree: Slow Motion
3 3 Evian Live Young BETC Euro RSCG 1,041,271 -5% Evian: Live Young
4 New Crazy Domains Cream The Brand Agency 1,037,208 New Crazy Domains: Cream
5 2 Doritos Crash the Super Bowl 2010 Goodby, Silverstein & Partners 742,287 -55% Doritos: Crash the Super Bowl 2010
6 4 Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 524,658 -17% Sussex Safer Roads Partnership: Embrace Life
7 New Pepsi Oh Africa N/A 512,243 New Pepsi: Oh Africa
8 7 E-Trade E-Trade Super Bowl 2010 Grey 429,122 -20% E-Trade: Super Bowl 2010
9 10 Microsoft Xbox Project Natal World Famous 412,085 -9% Microsoft: Xbox Project Natal
10 Back on Chart DC Shoes Gymkhana Two Mad Media 399,345 Back on Chart DC Shoes: Ken Block's Gymkhana Two Project
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